Rafif Firmansyah, . (2025) PENGARUH KESADARAN MEREK, KUALITAS PRODUK, DAN PEMASARAN MEDIA SOSIAL TERHADAP MINAT BELI ULANG GATSBY. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
The rapid growth of the cosmetic industry in Indonesia amid national economic challenges motivates this study. Increasing competition has led Gatsby, as one of the men’s cosmetic brands, to experience a decline in performance in the Top Brand Award 2025. This study aims to analyze the effects of brand awareness, product quality, and social media marketing on repurchase intention for Gatsby cosmetic products in DKI Jakarta. The researcher applies a quantitative method with a positivist approach. Data are collected through questionnaires distributed to 105 male respondents who have purchased Gatsby products at least twice. The researcher analyzes the data using descriptive statistical analysis and Partial Least Square–based Structural Equation Modeling (SEM) with the assistance of SmartPLS. The results indicate that product quality influences repurchase intention, while brand awareness and social media marketing do not influence repurchase intention. These findings encourage the company to continuously improve product quality and utilize social media for promotion. In this way, Gatsby is not only remembered by consumers, but is also perceived as a product they need and that has value.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No. Panggil: 2210111061] [Pembimbing: Miguna Astuti] [Penguji 1: Risty Rahma Dafina] [Ketua Penguji: Suharyati] |
| Uncontrolled Keywords: | Brand Awareness, Product Quality, Social Media Marketing, Repurchase Intention, Gatsby |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HA Statistics H Social Sciences > HB Economic Theory H Social Sciences > HC Economic History and Conditions H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HM Sociology |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1) |
| Depositing User: | RAFIF FIRMANSYAH |
| Date Deposited: | 25 Mar 2026 07:27 |
| Last Modified: | 25 Mar 2026 07:27 |
| URI: | http://repository.upnvj.ac.id/id/eprint/41077 |
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